WWF’s mission is to create a world where people and wildlife can thrive together. We do this by finding ways to help transform the future for the world’s wildlife, rivers, forests and seas.

Our UK water programme focuses on making sure English rivers, with a particular focus on chalk streams, are restored to good ecological health by 2027. We do this by tackling the main pressures – abstraction, sewage and farm pollution and poor management.




Restoring the River Nar: 

WWF worked with Coca-Cola, The Rivers Trust and Norfolk Rivers Trust to restore the River Nar to good health between 2012-2015.

The Nar in Norfolk is an area where a lot of sugar beet – which ends up in Coca-Cola drinks – is grown. We worked with Norfolk Rivers Trust, who engaged farmers to improve agricultural practices over 2000 acres and reduce pollution that might otherwise have run off into the river. Through this project, we also restored 1km of straightened and deepened channel of the river back to its natural condition.

Coca-Cola has a goal to replenish the same amount of water as they use in finished drinks beverages and production by 2020. Thanks to this collaborative project, the environment benefitted from 286 million litres of improved water.



We continued working in partnership with Coca-Cola, Norfolk Rivers Trust and The Rivers Trust through WaterLIFE. Working this time in the Cam & Ely Ouse and Broadland Rivers catchments, we have put in place on the ground interventions to reduce silt and stop pollution entering the rivers and directly engaging thousands of farmers across the region to encourage water sensitive farming. By the end of the project, the environment will have benefitted from 750, 000m3 of improved water (equivalent to 300 Olympic swimming pools).  We have also established a Water Stewardship Service so that more businesses, farmers and communities across the country can get involved and help improve our water environment. Read more about WaterLIFE here. 

WWF-UK said:

“We want to restore rivers to good health so they can support people, business and nature. The Rivers Trust movement has helped to fundamentally change the way we looked after our rivers and wetlands for the better and, by working in partnership, we have been able to make real improvements to rivers up and down the country, as well as leave a legacy."

“This movement, along with the Catchment Based Approach more widely, is essential to the delivery of the government’s vision of leaving the environment in a better state than we found it. We are, and will continue to be, proud supporters and champions.”